Leica’s entry into the mobile phone market with the Leitz Phone
How littlevoice transformed Leica’s smartphone vision into reality
CHALLENGE
Creating a smartphone that feels unmistakably Leica
Marius Eschweiler
Vice President Business Unit / Mobile
Hendrik Kluge
Senior Product Manager / Mobile
Julian Burczyk
Head of Product Management / Mobile
Leica, world-renowned for its iconic cameras, set out to revolutionise the smartphone market with a device that seamlessly blended premium photography with mobile technology.
Their goal was not to create just another smartphone but to design a product that carried the essence of Leica—its aesthetics, tactile experience, and world-class camera performance.
The challenge was immense:
How could Leica integrate its iconic camera heritage into a smartphone experience that remained true to its philosophy of simplicity and precision and simultaneously stood out in a crowded marketplace?
How could they bridge the gap between European design and Japanese manufacturing?
How could they ensure a seamless and intuitive UX/UI that met the expectations of both Leica loyalists and new smartphone users?
Leica needed a trusted UX partner who could bridge the gap between tradition and innovation while also bringing experience in navigating international collaborations.
KEY INSIGHTS
Deep research unlocked new possibilities
Littlevoice’s long-term partnership with Leica allowed them to build on insights cumulatively, refining the experience over multiple iterations of the Leitz Phone series. Through extensive global research, user testing, and iterative design, littlevoice uncovered key insights that shaped the solution:
Reduction to essentials
3-button interface and key exposure controls on the cameras
Truthfulness
Product experience honest to the technical capabilities, authentic labelling and DNG capture
Design & aesthetics
Beauty, craftsmanship, attention to detail, consistency and simplicity
Leica users prioritise simplicity and authenticity. A clutter-free, elegant interface was essential and aligns fully with the premium experience expected from high-end devices.
"littlevoice wasn’t just an agency executing a brief — they genuinely understood the Leica mindset and values. That’s what made them different."
Marius Eschweiler,
VP of the Mobile Business Unit at Leica
Leica Q3
Leitz phone 3
Photography was the core experience, not just a feature. The UI needed to facilitate a seamless transition from camera to phone and appeal not only to existing Leica users but also to attract new customers.
Framing
Focal length, distance, direction, crop, image aspect ratio
Moment
Capturing the moment that best tells the story
Background separation
Bokeh controls, how prominent is the background
Mood
Colour, bringing Leica knowledge of image aesthetics
Cultural and business alignment was crucial. The design had to balance Leica’s European ethos with the Japanese approach – as the phone debuted exclusively in Japan.
Beyond the camera, users needed deeper engagement. Features like the Golden Hour widget and Leica Photography International (LFI) widget added real value.
SOLUTION
Blending heritage with modern innovation
littlevoice’s long-term partnership with Leica allowed them to build on insights cumulatively, refining the experience over multiple iterations of the Leitz Phone series. Through extensive global research, user testing, and iterative design, littlevoice uncovered key insights that shaped the solution:
"I believe we wouldn’t have reached this stage of the project without littlevoice’s valuable support. They invested not just brainwork but also a lot of heart."
Hendrik Kluge, Senior Product Manager at Leica
littlevoice worked closely with Leica to ensure that every aspect of the smartphone experience embodied the brand’s values. Their role went far beyond UX/UI design—they played a strategic role in shaping the entire software concept, ensuring continuity across the Leitz Phone 1, 2, and 3.
Refining Android OS to reflect Leica’s design principles, creating an intuitive, distraction-free interface.
Seamless integration of Leica’s photographic DNA into the smartphone experience.
Acting as a bridge between Leica and its development partners, facilitating smooth communication and problem-solving.
Continuous refinement through extensive international surveys, making each version better than the last.
"littlevoice wasn’t just an agency executing a brief—they genuinely understood the Leica mindset and values. That’s what made them different."
Marius Eschweiler,
VP of the Mobile Business Unit at Leica
ITERATIONS
How insights shaped innovation
littlevoice’s long-term partnership with Leica allowed them to build on insights cumulatively, refining the experience over multiple iterations of the Leitz Phone series.
Through extensive global research, user testing, and iterative design, littlevoice uncovered key insights that shaped the solution:
"Their ability to translate user feedback into tangible improvements, without ever compromising Leica’s identity, was remarkable."
Julian Burczyk,
Head of Product Management Mobile at Leica
Leitz phone 1
Leitz phone 2
Leitz phone 3
IMPACT
A smartphone experience that feels like a Leica
"They didn’t just follow the project scope — they contributed ideas that made a real difference. They are more than just a partner; they are an inspiring collaborator."
Marius Eschweiler,
VP of the Mobile Business Unit at Leica
“The Leitz Phone 3’s best, and most interesting, new feature is the virtual camera lenses in its Leitz Looks camera mode.”
“The Leitz Phone 3 also brings “Leica Perspective Control” to a smartphone for the first time. The software feature, which has thus far only appeared in Leica cameras, corrects the perspective of vertical falling lines such as those seen in architectural photos.”
“The 1-inch, 47.2 MP CMOS sensor, which is said to be the largest ever in a smartphone, is paired with proprietary software that brings the “Leica Look” to smartphone photography — mimicking the effects of Summilux 28, Summilux 35, and Noctilux 50 lenses”
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The collaboration resulted in a product that seamlessly blends Leica’s photographic expertise with cutting-edge smartphone functionality.
As Hendrik Kluge, summarises:
"At Leica, we wanted to establish a new device category, a smartphone business. littlevoice was able to stay grounded and focused on what the consumer would like, and think about what would really work in the market".
A strong entry into a new business and product category
As Leica’s first venture into the smartphone market, the phone expanded beyond its traditional camera audience. Furthermore, by blending its iconic photographic expertise with mobile technology, Leica positioned itself as a premium player in a highly competitive space
A user experience that feels truly Leica
The interface is intuitive, elegant, and designed for photographers
Faster and more efficient development cycles
littlevoice’s deep understanding of OS design helped Leica and its development partners avoid roadblocks, improving efficiency and feature development
Strong customer satisfaction in Japan and beyond
The combination of premium camera features, user-friendly design, and Leica-inspired widgets set the phone apart
CONCLUSION
A long-term partnership for innovation
Leica’s venture into the smartphone market was ambitious, but with littlevoice’s expertise, they created a device that is unmistakably Leica.
The long-term partnership meant that each new iteration—Leitz 1, 2, and 3—was built on a foundation of deep insights and continuous improvement.
With littlevoice by their side, Leica has successfully expanded its legacy into mobile photography, proving that even in a fast-moving industry, tradition and innovation can thrive together.